Outfront Media, the company behind approximately 500,000 billboards and commercial out-of-home (OOH) displays across the U.S., is leveling up its sales operations through a new partnership with AdQuick, a digital marketplace for buying OOH inventory. In exchange for access to AdQuick’s platform, Outfront has agreed to invest up to $20 million in the company.
Through the deal, Outfront will get access to AdQuick’s sales cloud platform for at least three years, including a limited exclusivity period. With this integration, advertisers will be able to plan and secure Outfront displays through one consolidated, standardized system, rather than dealing in spreadsheets, emails, and phone exchanges. They’ll also gain access to clearer performance data to measure the impact of their campaigns.
For Outfront, the integration means a more seamless selling process and enhanced, data-driven workflows that simplify how the company packages, offers, and transacts inventory.
“We expect that advertisers and agencies will gain a more efficient, technology-enabled way to plan and buy premium OOH with clearer workflows, faster proposal turnaround, and better visibility into options and outcomes,” said Outfront’s chief technology officer Premesh Purayil in a statement shared with ADWEEK. He added that the tie-in will “[help] teams on both sides spend less time on manual steps and more time on planning and performance.”
As part of the agreement, Outfront will invest in AdQuick at set “milestones,” which may include adoption benchmarks or key outcomes, per AdQuick. Contractually, no minimum investment is required from Outfront, but AdQuick is confident that the company will commit the full $20 million, an AdQuick spokesperson said.
“Beyond the strategic investment, the integration with Outfront gives us a scaled deployment partner to prove the platform at the highest levels of the industry,” said Chris Gadek, AdQuick’s CEO. “Outfront works with many of the largest advertisers in the country, and the reality is that a lot of that media is still being planned and bought using legacy tools—or no technology at all. This partnership puts AdQuick’s platform in front of those buyers and gives them a meaningfully better way to transact.”
As a result of the overhaul, Outfront may be better poised to compete with the tech-savvy OOH players of today, like Clear Channel and Lamar Advertising—and the swath of programmatic software companies like Broadsign and Vistar whose tech undergirds the OOH ecosystem.
This year, U.S. investment in OOH and DOOH is expected to swell; DOOH spend will reach nearly $3.6 billion, a 6.1% lift from 2025, according to recent figures from Emarketer. That spike is driven in part by programmatic and AI advancements that are making it easier for advertisers to plan, buy, and measure their campaigns in these environments.
Shares of Outfront, which trades on the New York Stock Exchange under the ticker $OUT, are up 44% year over year. The company will report fourth-quarter earnings after the bell today.
